@bhauer, I agree. My point is: give the user the opportunity to decide how much effort to put in the process. In a digital environment, this means giving her millions of alternatives, but helping her to prune them based on some principles that derive from the cognitive sciences. For instance, the faceted navigation allows the consumer to eliminate the alternatives she is not interested in. This is the B consumer, who knows what is important for her (e.g. "a 256GB SSD and 16GB ram"). If you are the consumer C (and everybody of us is in such situation when we have to buy something and we are not expert at all) can be helped using the best sellers (see Amazon.com), the suggested for you, the ratings of other consumers, and so on. In a physical environment, however, you can not filter, and cutting the less selling products helps the majority of customers in the decision making effort, even if this means giving less choice.